There is usually more than one way to solve a marketing problem, and it is the seller’s responsibility to find the best way to emphasize that while deemphasizing the others. Don’t get caught in the choose-one-from-column-A-and-two-from-column-B trap.

If you give the buyer a choice, you are introducing a whole new layer into the decision-making process. Not only are you asking a customer to make a commitment, you are also asking him, “Which one do you want to commit to?”

We have had situations where we proposed more than one solution to a potential customer’s problem. Frequently the result is that he will like something about each solution. That sounds terrific, but isn’t. by offering a choice, you often help the customer focus as well on what he doesn’t like about each solution.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please contact www.asifjmir.com, Line of Sight